Is your website broken before you even launch it?

Remarkably, I still see people launching brand-new websites that aren’t optimised for viewing and reading on mobile phones. Depending on which survey you look at, around 60% of all website visits are now done via mobiles. And this percentage is set to increase as sales of traditional PCs, even laptops, continue to fall in relation to smartphones and tablets.

Only today I was asked for some feedback on a new website, launching a new B2B product. Clearly it would have looked dazzling and beautiful on the designer/developer/UX people’s big flashy desktop. But on a regular smartphone it was illegible.

It also had a homepage explainer video packed with cartoons, captions and animated diagrams that were quite literally illegible and incomprehensible on the smartphone screen. Again, I’m sure this looked magnificent when the video team showed it on their giant hi-res Mac display, with pats on the back all round, but in the real world it was an utter waste of money.

Get this stuff wrong and it hurts your business.

Not only that, last year Google launched its ‘mobile first’ algorithm. Which means , if your site isn’t fully optimised for mobile, not only can your customers not read it, you get penalised in the search results too!

Putting ‘mobile first’ into action doesn’t just mean making sure your site works on the smaller devices by being ‘responsive’ — some people call this a ‘mobile friendly’ approach.

It means you should be thinking about the smaller devices FIRST. Write and design for the small devices then upscale, not the other way around,

And, of course, it’s the same story for any digital comms. If you’re sending out some sales emails to drive your customers to your lovely new site, you need to optimise them for mobile FIRST.

Even better, think about actually writing and designing them ON your phone. You’ll soon see whether they’ve got too much copy or an overly complicated design. Try it; it can be both shocking and liberating at the same time!

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